Director, Acquisition & Retention Marketing

s
Company: LUCKY BRAND
Location: Los Angeles, CA

Apply

Overview

Lucky Brand is true blue American. Born and bred in Los Angeles, Lucky shipped its first pair of vintage-inspired jeans in 1990 and quickly became known as a pioneer and innovator in the world of modern denim. Synonymous with the easy Southern California lifestyle and the fearless American spirit, Lucky Brand creates great fitting, good quality, distinctively Lucky jeans and fashion that works with the American lifestyle. Our collections are carried at better department and specialty stores and over 200 of our company-owned stores across the U.S.A., as well as online at LuckyBrand.com.

Rooted in Americana, Lucky Brand is inspired by active Californian types like surfers, cowboys, artists, musicians, and photographers, as well as anyone who embodies our fun-loving, friendly vibe.

Responsibilities

The Director of Acquisition & Retention will lead our omni-channel growth strategy and be a key leader within the marketing organization. This role will oversee our digital performance marketing strategy (key focus areas: paid search, paid social, display, and affiliates), SEO, Direct Mail, as well as all of our E-Mail marketing and CRM programs., The Director of Acquisition & Retention will own all demand generation efforts for the business and partner closely with E-commerce, Brand Marketing, Merchandising, and Analytics. This fast-paced, highly visible role leads a team of up to 4 and reports directly into the SVP of Marketing & E-commerce.
How You Will Make a Difference
  • Responsible for driving f topline revenue for the business
  • Lead, develop, and mentor digital performance, lifecycle/retention, and marketing operations team.
  • Grow customer file through highly targeted customer acquisition campaigns – establishing CAC thresholds and ROAS targets by channel based on AOV and customer LTV.
  • Lead all CRM retention marketing efforts – driving loyalty, LTV, and reducing customer churn rates.
  • Manage key agencies and partnerships (incl. performance media, email marketing, affiliate networks)
  • Further advance personalization roadmap across both acquisition and retention
  • Continue a culture of constant testing and learning; including testing of new acquisition channels/formats and new email marketing opportunities.
  • Analyze and optimize campaign performance on a daily, weekly and monthly basis; develop insights to inform future strategy
  • Lead reporting and analytics across all channels and own the performance of all relevant KPI’s (LTV, CAC, contribution margin, channel ROAS targets, retention cohorts, customer churn feedback, etc.)
  • Collaborate with the Creative team to develop a deep understanding of what resonates with our customers and optimize content/messaging accordingly.
  • Partner closely with Planning and Merchandising in identifying category opportunities and aligning acquisition/retention strategy with seasonal launches, new product introductions, and category sales targets.

Qualifications

Minimum Experience:
  • Bachelor’s degree, preferably in Business or Marketing (MBA preferred)
  • Must have experience in DTC E-commerce environment
  • 8-10+ years of experience in growth and retention/lifecycle marketing. Omni-channel retail experience preferred.
  • 3+ years of experience implementing SEO strategies and improving rankings a big plus.
Knowledge/Skills/Abilities:
  • Strong strategic and analytical thinker with exceptional execution and problem-solving capabilities; comfortable with doing work in the trenches while still maintaining a strategic perspective. This is very much a hands-on, roll-up-your sleeves type of role.
  • Proven record of managing a sizable budget and building marketing programs at scale.
  • Strong understanding of digital performance marketing (especially SEM and Paid Social), consumer behavior, best practice marketing strategy and tools, vendor management and project management.
  • Understands CPA/CAC to LTV relationship and has financial modeling skills
  • Strong leadership, influencing and communication skills with ability to interact, influence and align with all levels of the organization, both internal and external
  • Motivational and strong people manager who leads by example and excels at communication to ensure alignment with all team members